Christmas and Boxing Day may be over, but shoppers are still snapping up the in-demand Prime Hydration drink faster than it can be stocked onto shelves.
A UK supermarket chain went viral this week as customers lined up to buy bottles of the drink, produced by a company launched by popular YouTubers KSI and Logan Paul. The Guardian reported that customers queued outside UK Aldi stores "before dawn, jostled other shoppers and even dived headfirst into display units on Thursday" in order to get their hands on the product, which has thus far had a limited availability in Great Britain.
The drink's impending availability was promoted by Aldi on Wednesday ahead of a Thursday release but stores quickly ran out, with one location reportedly selling out within thirty minutes of opening.
While KSI's and Paul's legions of fans appear to be fully on board with the product, many still may not know what it is.
What is Prime Hydration? What exactly is the popular sports drink created by KSI & Logan Paul?
YouTubers KSI and Logan Paul have branched out into crossover boxing and (in Paul's case) professional wrestling, so a sports drink seems like a natural extension of their shared sporting pursuits.
The duo faced off in the ring in 2018 and 2019, but their boxing rivalry has not hampered their common business goals. According to the Prime website, KSI and Paul created the company "to showcase what happens when rivals come together as brothers and business partners to fill the void where great taste meets function."
Prime Hydration, released in early 2022, comes in seven flavours: Meta Moon, Ice Pop, Blue Raspberry, Tropical Punch, Lemon Lime, Grape and Orange. The product website says Prime Hydration "is a naturally flavored beverage with 10% coconut water, BCAAs, antioxidants + electrolytes to help you refresh, replenish, and refuel" without caffeine, containing 20 calories per bottle.